Overture Promotions (asi/288473) has reached an environmental milestone, just in time for Earth Day. The Counselor Top 40 distributor announced that it has planted 200,000 trees in partnership with climate action platform Ecologi.

The milestone represents a doubling of Overture’s impact since announcing last year that it had planted 100,000 trees. Overture launched the initiative with Ecologi in October 2022. Executives said the company plants one tree for every order over $50. Each tree is planted by an Ecologi reforestation partner, which hires and trains local workers to plant native tree species in regions affected by deforestation.

“The Ecologi tree planting initiative is one of the most meaningful sustainability programs we participate in at Overture,” said Andrew Kelly, ESG compliance manager and a member of the ASI Promo for the Planet Editorial Advisory Board. “It’s incredibly rewarding to contribute to global reforestation efforts that support biodiversity and advance nature-based solutions to climate change. One of the greatest benefits is the ability to share this impact with our customers, demonstrating how their purchases directly contribute to positive environmental outcomes abroad.”

Ecologi, a certified B Corp, said it has funded 87 million trees, noting in its most recent impact report that, in 2024, the Ecologi community funded 9.97 million trees through reforestation projects across 13 countries.

“Overture is fully committed to doing everything in our power to become a more sustainable business,” said Jo Gilley, Overture CEO and a member of Counselor’s Power 50 list of the most influential people in promo. “What I especially like about the Ecologi program is that it is also creating tree-planting jobs, in 20 different programs around the world, including in Kenya, Madagascar, Ethiopia, Mozambique and Tanzania.”

Earlier this year, Overture acquired Eco Promotional Products (EPP), an e-commerce focused distributor dedicated exclusively to sustainable promo. EPP brought to Overture its long-standing reputation for environmental and social responsibility as well as a proprietary ESG/CSR supplier and product scorecard system.

Overture said it has made several strategic investments in the last 12 months to better assess and reduce its environmental footprint, including new partnerships to reduce packaging and prioritize sustainable alternatives and investing in Aclymate’s carbon accounting platform.

Other recent improvements at its Waukegan, IL-based headquarters include the installation of smart LED lighting, automated screen-print reclamations, water bottle refill stations and ethical supply chain audits through Sedex. Overture’s recycling program has an annual volume of 120 tons.

Based on reported 2023 North American promo revenue of $122 million, Overture Promotions ranked 23rd on Counselor’s most recent list of the largest distributors in the industry.

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